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US Institutional Investor Brandscape® examines the behaviors and attitudes of senior investment professionals across defined benefit (DB) pension plans, and private and public foundations and endowments. Conducted since 2010, this study covers overall trends in asset allocation and investment strategies, the variables that lead to selection, and the current state of brand equity, differentiation and loyalty in this critical market. The report will allow providers to increase acquisition, minimize attrition and maximize brand equity.


The report will enable subscribers to:

  • Increase acquisition potential by identifying
    market segments and core competitors,
    where the greatest opportunities exist, and
    by identifying brand imagery that drives
  • Minimize attrition probability by revealing
    product- and service-related strengths and
    weaknesses, understanding where
    competitive threats exist and identifying the
    areas that drive satisfaction
  • Maximize brand equity by understanding
    current competitive positioning on core
    metrics of awareness and favorability, as
    well as how each brand performs today on
    critical brand imagery areas



Data collected via a web-based survey of a
representative sample of 600+ institutional
investors with at least $20 million in assets.


Subscription Details

Publication Date: February 2017


  • 150+ page report with product and brand analysis, commentary and strategic implications
  • On-site strategy session and presentation deck: customized presentation designed to deliver actionable results and facilitate strategic planning
  • Available by request: Custom data cuts and survey work by senior analysts

Investment: $35,000

Areas of Inquiry

Current/Future Asset Allocation

  • Distribution of assets by asset class,
    product type and proportion of active vs.
  • Expected changes in asset allocation and
    specific drivers of these changes (desired

Current/Future Investment Strategy Trends

  • Current/future use of liability-driven
    investing (LDI), multi-asset strategies,
    outsourced CIO (OCIO) and ETPs
  • A wareness and consideration of LDI and
    OCIO providers
  • Reasons for using (or not using) multi-asset
  • Unaided consideration of multi-asset

Asset Manager Selection Process

  • Number of asset managers currently used
    and number likely to add or increase over
    next 12 months
  • Importance of specific criteria in selecting
    a new manager (18 metrics)

Brand Equity and Brand Differentiation

  • Awareness, overall impression and
    engagement of broad asset managers
  • Unaided and aided consideration of leading
    broad asset managers
  • Perceptions of leading broad managers
    across 13 brand imagery attributes
  • Brand engagement across eight outreach

Evaluation of Asset Managers

  • Distribution of assets across broad vs.
    specialized managers
  • Loyalty to and satisfaction with asset
    managers across 15 metrics
  • Asset managers likely to drop in next 12

Request More Information

Download the Fact Sheet